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Successful Acquisitions by David Braun

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SHIFTING FOCUS FROM MARKETS TO PROSPECTS

As we have seen, thorough market research usually requires multiple rounds—a broad sweep of macro markets and then an incremental zeroing in on specific segments and, possibly, sub-segments. As you progress through the research process, you may find yourself challenged to refine and change your market criteria based on information you discover. For example, you might find a market growth rate of 10 percent simply unrealistic in the face of current statistics, and you may have to lower the bar to, say, 5 percent. This kind of adjustment is healthy and keeps the research process dynamic and rooted in reality.

With primary and secondary research complete, your A-Team is positioned to make an informed decision ...

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